System for display advertising optimization with uncertain supply

ABSTRACT

An advertisement impression distribution system includes a data processing system operable to generate an allocation plan for serving advertisement impressions. The allocation plan allocates a first portion of advertisement impressions to satisfy guaranteed demand and a second portion of advertisement impressions to satisfy non-guaranteed demand. The data processing system includes an optimizer, the optimizer to establish a relationship between the first portion of advertisement impressions and the second portion of advertisement impressions. The relationship defines a range of possible proportions of allocation of the first portion of advertisement impressions and the second portion of advertisement impressions. The optimizer generates a solution in accordance with an uncertain supply of advertisement impressions, in which a projected supply of advertisement impressions is determined with a model from the uncertain supply of advertisement impressions. The data processing system outputs the allocation plan including the solution to control serving of the advertisement impressions in determined proportions.

CROSS-REFERENCE TO RELATED APPLICATION

This application is a continuation-in-part of U.S. patent applicationSer. No. 12/241,657, filed Sep. 30, 2008, the entirety of which isincorporated by reference herein.

TECHNICAL FIELD

The present description relates generally to a system and method,generally referred to as a system, for optimizing display advertisingsubject to uncertain supply.

BACKGROUND

A market exists for the distribution of advertising and otherinformation over data communications and entertainment networks. Anon-limiting example is insertion of advertising copy supplied byadvertisers, for appearance on web pages content offered by mediadistributors such as news and information services, internet serviceproviders, and suppliers of products related to the advertiser'sproducts or services.

SUMMARY

A system includes a data processing system operable to generate anallocation plan for serving advertisement impressions. The allocationplan allocates a first portion of advertisement impressions to satisfyguaranteed demand and a second portion of advertisement impressions tosatisfy non-guaranteed demand. The data processing system includes anoptimizer to establish a relationship between the first portion ofadvertisement impressions and the second portion of advertisementimpressions. The relationship defines a range of possible proportions ofallocation of the first portion of advertisement impressions and thesecond portion of advertisement impressions. The optimizer generates asolution in accordance with an uncertain supply of advertisementimpressions, in which a projected supply of advertisement impressions isdetermined with a model for the uncertain supply of advertisementimpressions. The data processing system outputs the allocation planincluding the solution to control serving of the advertisementimpressions in determined proportions.

Other systems, methods, features and advantages will be, or will become,apparent to one with skill in the art upon examination of the followingfigures and detailed description. It is intended that all suchadditional systems, methods, features and advantages be included withinthis description, be within the scope of the embodiments, and beprotected by the following claims and be defined by the followingclaims. Further aspects and advantages are discussed below inconjunction with the description.

BRIEF DESCRIPTION OF THE DRAWINGS

The system and/or method may be better understood with reference to thefollowing drawings and description. Non-limiting and non-exhaustivedescriptions are described with reference to the following drawings. Thecomponents in the figures are not necessarily to scale, emphasis insteadbeing placed upon illustrating principles. In the figures, likereferenced numerals may refer to like parts throughout the differentfigures unless otherwise specified.

FIG. 1 is a block diagram of a general overview of a network environmentand system for distributing advertisement impressions.

FIG. 2 is a flow/block diagram illustrating a method and system tosupport a marketing relationship among advertisers, media outlets and anad distribution system.

FIG. 3 is a block diagram of an exemplary architecture for advertisingdelivery systems.

FIG. 4 is block diagram of another exemplary architecture foradvertising delivery systems.

FIG. 5 is an exemplary processing system for executing the advertisementimpression distribution systems and methods.

DETAILED DESCRIPTION

A supply of ad impression opportunities preferably comprisesopportunities to insert on-line advertising (“ad impressions”), such asinserting variable banner ads into web pages that are transmitted tousers. The ads can be allocated selectively, based on characteristics ofthe user or typical users of the particular web page, or otherwiseselected to match user and content information, location, timing andother criteria to advertiser specifications, for targeting the ads topotential customers.

The allocation of increments of a supply of advertisements to meetdemand may be optimized in a market for use of advertising opportunities(ad impressions). A programmable technique divides all allocations thatare projected and later the allocations that actually arise, between acategory of pre-committed increments, typically contractually committedad insertion opportunities with predetermined characteristics (forexample, guaranteed delivery (GD) of ads contracts), and a category ofspot sales, such as via ad exchange auctions (for example,non-guaranteed delivery (NGD) delivery of ads). A model, in one examplestochastic programming with recourse, may be used to make a decision onallocation of inventory from a projected supply of advertisementimpressions to demand. When actual supply advertisement impressions anddemand is known, supply may be purchased from or sold to a spot market,for example the NGD market, as needed. For example, if the actual supplyof advertisements is not sufficient to meet demand of GD ads, supply maybe purchased from the NGD market. If there is more actual supply than isneeded to satisfy demand, supply may be sold to the NGD market.

FIG. 1 provides a simplified view of a network environment 100 forserving advertisement impressions, factoring projected supply and bothguaranteed demand and non-guaranteed demand, in an optimized way. Notall of the depicted components may be required, however, and someimplementations may include additional components not shown in thefigure. Variations in the arrangement and type of the components may bemade without departing from the spirit or scope of the claims as setforth herein. Additional, different or fewer components may be provided.

The network environment 100 may include an administrator 110 and one ormore users 120A-N with access to one or more networks 130, 135, and oneor more web applications, standalone applications, mobile applications115, 125A-N, which may collectively be referred to as clientapplications. The network environment 100 may also include one or moreadvertisement servers 140 and related data stores 145, and one or moreoptimizer servers 150 and related data stores 155. The users 120 A-N mayrequest pages, such as web pages, via the web application, standaloneapplication, mobile application 125 A-N, such as web browsers. Therequested page may request an advertisement impression from theadvertisement server 140 to fill a space on the page. The advertiserserver 140 may serve one or more advertisement impressions to the pagesin accordance with delivery instructions from the optimizer server 150.The advertisement impressions may include online graphicaladvertisements, such as in a unified marketplace for graphicaladvertisement impressions. Information about projected supply may bedetermined with a model, for example stochastic programming withrecourse. Some or all of the advertisement server 140, the optimizerserver 150, and the one or more web applications, standaloneapplication, mobile applications 115, 125A-N, may be in communicationwith each other by way of the networks 130 and 135.

The networks 130, 135 may include wide area networks (WAN), such as theInternet, local area networks (LAN), campus area networks, metropolitanarea networks, or any other networks that may allow for datacommunication. The network 130 may include the Internet and may includeall or part of network 135; network 135 may include all or part ofnetwork 130. The networks 130, 135 may be divided into sub-networks. Thesub-networks may allow access to all of the other components connectedto the networks 130, 135 in the system 100, or the sub-networks mayrestrict access between the components connected to the networks 130,135. The network 135 may be regarded as a public or private networkconnection and may include, for example, a virtual private network or anencryption or other security mechanism employed over the publicInternet, or the like.

The web applications, standalone applications and mobile applications115, 125A-N may be connected to the network 130 in any configurationthat supports data transfer. This may include a data connection to thenetwork 130 that may be wired or wireless. Any of the web applications,standalone applications and mobile applications 115, 125A-N mayindividually be referred to as a client application. The web application125A may run on any platform that supports web content, such as a webbrowser or a computer, a mobile phone, personal digital assistant (PDA),pager, network-enabled television, digital video recorder, such asTIVO®, automobile and/or any appliance or platform capable of datacommunications.

The standalone application 125B may run on a machine that includes aprocessor, memory, a display, a user interface and a communicationinterface. The processor may be operatively connected to the memory,display and the interfaces and may perform tasks at the request of thestandalone application 125B or the underlying operating system. Thememory may be capable of storing data. The display may be operativelyconnected to the memory and the processor and may be capable ofdisplaying information to the user B 125B. The user interface may beoperatively connected to the memory, the processor, and the display andmay be capable of interacting with a user B 120B. The communicationinterface may be operatively connected to the memory, and the processor,and may be capable of communicating through the networks 130, 135 withthe advertisement server 140. The standalone application 125B may beprogrammed in any programming language that supports communicationprotocols. These languages may include: SUN JAVA®, C++, C#, ASP, SUNJAVASCRIPT®, asynchronous SUN JAVASCRIPT®, or ADOBE FLASH ACTIONSCRIPT®,ADOBE FLEX®, amongst others.

The mobile application 125N may run on any mobile device that may have adata connection. The data connection may be a cellular connection, awireless data connection, an internet connection, an infra-redconnection, a Bluetooth connection, or any other connection capable oftransmitting data. For example, the mobile application 125N may be anapplication running on an APPLE IPHONE®.

The advertisement server 140 may include one or more of the following:an application server, a mobile application server, a data store, adatabase server, and a middleware server. The advertisement server 140may exist on one machine or may be running in a distributedconfiguration on one or more machines. The advertisement server 140 maybe in communication with the client applications 115, 125A-N, such asover the networks 130, 135. For example, the advertisement server 140may provide a user interface to the users 120A-N through the clientapplications 125A-N, such as a user interface for inputting searchrequests and/or viewing web pages. Alternatively or in addition, theadvertisement server 140 may provide a user interface to theadministrator 110 via the client application 115, such as a userinterface for managing the data source 145 and/or configuringadvertisements.

The service provider server 140 and client applications 115, 125A-N maybe one or more computing devices of various kinds, such as the computingdevice in FIG. 5. Such computing devices may generally include anydevice that may be configured to perform computation and that may becapable of sending and receiving data communications by way of one ormore wired and/or wireless communication interfaces. Such devices may beconfigured to communicate in accordance with any of a variety of networkprotocols, including but not limited to protocols within theTransmission Control Protocol/Internet Protocol (TCP/IP) protocol suite.For example, the web application 125A may employ the Hypertext TransferProtocol (“HTTP”) to request information, such as a web page, from a webserver, which may be a process executing on the advertisement server140.

There may be several configurations of database servers, applicationservers, mobile application servers, and middleware applicationsincluded in the advertisement server 140. The data store 145 may be partof the advertisement server 140 and may be a database server, such asMICROSOFT SQL SERVER®, ORACLE®, IBM DB2®, SQLITE®, or any other databasesoftware, relational or otherwise. The application server may be APACHETOMCAT®, MICROSOFT IIS®, ADOBE COLDFUSION®, or any other applicationserver that supports communication protocols.

The networks 130, 135 may be configured to couple one computing deviceto another computing device to enable communication of data between thedevices. The networks 130, 135 may generally be enabled to employ anyform of machine-readable media for communicating information from onedevice to another. Each of networks 130, 135 may include one or more ofa wireless network, a wired network, a local area network (LAN), a widearea network (WAN), a direct connection such as through a UniversalSerial Bus (USB) port, and the like, and may include the set ofinterconnected networks that make up the Internet. The networks 130, 135may include communication methods by which information may travelbetween computing devices.

FIG. 2 is a flow/block diagram illustrating a method and system tosupport a marketing relationship among advertisers 200, media outlets230 and an ad distribution system 250 herein described. Inasmuch as thead impressions that are to be used to meet the representative demandprofile arise over time, an agreement to exploit the ad impressions mayrely partly on an estimation of the number and character of adimpressions that will arise. If a media outlet is reasonably sure that agiven number of ad impressions of a given type will arise, then themedia outlet can commit contractually to using the ad impressions tomeet the demand of particular advertisers whose representative profileencompasses ad impressions of that type. In an advertising contract, itis possible for parties to agree to a “best efforts” obligation toproduce exploitable ad impressions, but a contract containingobligations to produce a certain number and type of ad impressions maybe preferable. The guaranteed ad impressions (guaranteed delivery GDads) may command a better price than potential ad impressions that maybe subject to contract but are not guaranteed (non-guaranteed deliveryNGD ads) and are uncertain to arise at all.

This situation may be handled in advertising systems by sellingguaranteed ad impressions in advance, and selling the additional adimpressions that may arise under different contractual provisions andeffectively in a substantially independent market. The present addistribution system may be configured to aid in unifying these twodifferent markets.

An efficient and organized technique may satisfy the demand fordistribution of advertising to users. The users can be more or lessspecifically defined by user characteristics. From the advertisers'perspective, an objective is to enable ads to be targeted to users as afunction of the users' characteristics. The users' likelycharacteristics are known to the media outlets that serve the users, atleast because user characteristics correlate with the content of mediaoutlets that the users visit. Often the media outlets may have access toadditional subscriber information from browsing history, stored cookiesand other factors. The advertisers have preferences and rules fordistribution of ads, that may include guidelines based on likely usercharacteristics and also rules for spreading advertising coverage over arange of users. All such rules, guidelines and preferences on the partof an advertiser, which might result from studies and marketing plans,together define a representative profile of the advertising demand ofthat advertiser. An advertiser's representative demand profilecorresponds to a subset of all opportunities that might become availableto insert and display an ad (all the “ad impressions”), and may includesome insertions that are of more value to the advertiser than others.

Likewise, from knowledge of user characteristics and from projections ofthe likely range of users who may be interested enough to visit acertain type of media content in the future, the media outlets can makeestimates of the numbers and characteristics of users that are likely tobe subject to advertising impressions that might be devoted todisplaying an advertiser's content. There is a supply and demand marketinvolving discriminating for ad impressions that meet an advertiser'srepresentative demand profile, allocating and using the ad impressionsthat arise to meet incremental parts of the representative demand,reporting to the advertiser and collecting revenue in exchange for thisservice.

In FIG. 2, the advertisers 200 determine a representative demand profilethat they deem to be appropriate. The advertisers 200 may study theirproducts, commission surveys, collect information from actual customersand so forth, to identify likely targets for ads for a particularproduct or ads written perhaps to be appealing to some recipients morethan others. The advertisers 200 typically have various rules forassociating ads with ad impressions of distinct types, and fordistributing ads generally over various subsets of a population, notnecessarily limited to applying their advertising expenditures only tocertain targeted subsets. All such rules and associations make up arepresentative profile that can be unique to an advertiser or anadvertised product.

The media outlets 230 also collect information about their user base andthe patterns of user access to and usage of media of one content oranother. The media outlets have knowledge of the content of the mediaand also have knowledge of their users' patterns of access. The mediaoutlets may have subscriber information such as location and demographicdata. Some subscriber information can be inferred from a user's accessto certain content. All this information is collected and used to studyand associate patterns of subscribers and content so as to provideknowledge of the opportunities available to insert advertising that maybe of interest to users.

The information collected by media outlets enables projections toestimate the nature and number ad impressions that are likely to becomeavailable at a given time. The information can include, for example, anestimated number of users having defined characteristics who areprojected to access a particular web page or other media content sourceover a given time window. Depending on the information collected, thedefined user characteristics might include measures of age, gender,income, family associations, etc., with statistical ranges of confidencein the values.

As a result of collection and study of information, the media outlets ortheir nominee can determine and define a projected probable inventory ofad impressions that may be offered for sale to advertisers. Withinstatistical limits, the media outlets may believe that an excessinventory of ad impressions may be available. However, the media outletsare not likely to commit as readily to sale of ad impressions undercontracts guaranteeing delivery or containing non-performance penalties,when the availability of the excess ad impressions is unsure. The excessad impressions in that case might be sold on a spot market, for examplethe NGD market, when it becomes clear that the ad impressions areavailable, for example, immediately before the ad impressions might beused.

According to one aspect, the two markets are to be merged insofar aspossible, for ad impressions sold under guaranteed contracts and adimpressions sold only when they prove to be available. This isaccomplished in part by optimizing the selected proportion of adimpressions that will be committed to guaranteed delivery contractsversus the proportion that will be sold if possible when excess adimpressions prove to be available. This is also accomplished in part byproviding competition between guaranteed and non-guaranteed demand whenaccomplishing the delivery of emerging ad impressions as the adimpressions become available. These steps are accomplished by the addistribution system 250 as an intermediary between the advertisers 200and media outlets 230.

The ad distribution system 250 functions to optimize the proportions orthe division of ads that will be allocated to guaranteed contracts or toad hoc spot sales. The optimization can be accomplished duringnegotiations as to whether to commit to guaranteed sales, but may alsobe accomplished repetitively by the ad distribution system 250 asconditions change over time. In addition to negotiations in advance, thead distribution system 250 matches demand increments of therepresentative profiles of advertiser versus projected probableopportunities to use ad impressions, and repetitively updates theprojections and rebalances the proportions that are used or planned foruse either to satisfy guaranteed obligations or to be sold on the ad hocspot market. The ad impressions are allocated as a function of price andperformance, namely to achieve: (1) a high likelihood that guaranteedobligations are met, (2) a close match of allocated ad impressions withthe representative profiles of the advertisers, (3) allocation of the adimpressions to the use that will achieve the highest revenue for themedia outlets.

FIGS. 3 and 4 are block diagrams illustrating exemplary architecturesfor advertising delivery systems 300. In FIG. 3, the advertisingdelivery system 300 is configured to integrate handling of determinedcommitments to provide ad impressions together with emergentopportunities to make spot sales. The determined commitments aregenerally termed “guaranteed” contracts or guaranteed delivery (GD) ofad impressions, but the idea of guaranteed contracts encompasses anycommitment entered before the moment of allocation of an ad impressionto a demand, when the allocation reduces the total supply of remainingad impressions that will be available, and thus reduces the number of adimpressions that are might yet be committed to another guaranteedcontract or might be allocated for spot sales up to the last possiblemoment.

The advertising delivery system 300 can be embodied as a service of aprogrammed network server that manages the allocation of the supply ofad impressions available from subscribing website operators and similarmedia outlets versus the demand by advertisers to use the adimpressions, optionally providing the interface through which ad contentis routed to the media outlets for insertion, as windows, banners andother elements of webpages being composed for display by the respectivebrowser programs that compose the webpages for viewing by users, e.g.,when surfing the worldwide Web. In an advantageous embodiment supportedby user interfaces for the advertisers and media distributors oroutlets, the system, including methods, can be configured to manageallocation of guaranteed-delivery ad impressions in a number projectedby media distributors to be available, and also to manage the offeringand sale ad hoc of excess ad impressions that are found to be availablebeyond those that were projected. These excess impressions can be soldat auction and used up to the time at which it becomes apparent that thenumber of impressions in the actual supply will exceed what wasprojected.

The advertising delivery system 300 in FIG. 3 can unify the allocationand sale of ads, eliminating artificial separation between the adimpression inventory that is sold months in advance under agreementsentailing guaranteed delivery (i.e., obligations as to the number andnature of impressions and potential penalties for inability to deliver)versus the remaining inventory, normally from overly-conservativeestimates and projections, to be sold using a real-time auction, spotmarket or terms of “best efforts” non-guaranteed delivery (NGD).

The advertising delivery system 300 manages advertising to servecontracts (i.e., guaranteed ad impression deliveries) and non-guaranteed(NGD) contracts. As a result, high-quality or most sought afterimpressions may be allocated to the guaranteed contracts andnon-guaranteed contracts. This mode for ad impression allocation mayrealize the full potential of the additional ad impressions that areavailable when the number of ad impressions proves to be greater thanthe number that was projected. By automated allocation and management ofnon-guaranteed delivery impressions, including allocation andcontractual commitment of ad impressions immediately prior to the timethat the impressions become available, a mix of guaranteed and alsonon-guaranteed contracts can form a unified marketplace whereby animpression can be allocated to a guaranteed or non-guaranteed contractefficiently, based on the value of the impression to the differentcontracts, and with less value risked on the ability to projectadvertisement (ad) impression availability far in advance. A unifiedmarketplace for long term (guaranteed) impressions and short term onesas well, enables equitable allocation of ad impression inventory, andpromotes increased competition between guaranteed and non-guaranteedcontracts.

One aspect of the system is a bidding mechanism that enables guaranteedcontracts to bid on the spot-market for each impression and competedirectly with non-guaranteed contracts, while still meeting theguaranteed goals for the contracts. This competition is facilitated ifthe value of ad impressions on the spot market is subject to highlyrefined targeting. For example, a selection of ad impressions targetedto “one million Yahoo! Finance users from 1 Aug. 2008-31 Aug. 2008” isdiluted and potentially less valuable to certain advertisers compared to“100,000 Yahoo! Finance users from 1 Aug. 2008-8 Aug. 2008 who are malesbetween the ages of 20-35 located in California, who work in thehealthcare industry and have recently accessed information on sports andautos.”

In order to shift to refined targeting, the advertising industry needsto forecast future ad impression inventory to a fine-grained level oftargeting, i.e., numerous variables with tight ranges or close adherenceto examples. Advantageously, correlations between different targetingattributes are identified and exploited by producing correlated variablevalues that can be compared directly to match ad impressions withdemand. Taken to a very fine level, it may be appropriate to managecontention in a high-dimensional targeting space with hundreds tothousands of targeting attributes because different advertisers canspecify different overlapping targeting combinations. If numeroustargeting combinations are accepted and guaranteed, the advertisingdelivery system 300 may help ensure that sufficient inventory will beavailable.

In FIG. 3, the advertising delivery system 300 coordinates the executionof various system components, operating as a server with severalsubsystems devoted to arranging for handling the contractual matching ofguaranteed ad impressions allocated to demands according to projections,plus spot market sales of ad impressions that become available, andserving ads to fill the ad impressions.

An admission control and pricing sub-system 302 facilitates guaranteedad contracts, preferably for a time period up to a year in advance ofactual presentation of ad impressions that are contracted. Thissub-system 302 assists in pricing guaranteed contracts, and is coupledto supply and demand forecasting subsystems for this purpose.

An ad serving sub-system 304 has a subsystem that matches ad guarantees(demands) with opportunities (ad impressions), including serving theguaranteed impressions and also through ad hoc bidding system wherebyselected guaranteed impressions may be supplied by deals on the spotmarket at favorable terms.

The admission control module 302 has input and output signal paths forinteracting with sales persons who negotiate and contract withadvertisers. A sales person may issue a query that defines a specifiedtarget (e.g., “Yahoo! Finance users who are California males who likesports and autos”) and the Admission Control module determines andreports the available inventory of ad impressions for the target and theassociated price. The sales person can then book a contract accordingly.

The ad server module 304 takes on an ad impression opportunity, whichcomprises a user such as a web page viewer and a context, such as a URLfor the visited page and information on the theme of the content of theweb page begin viewed. Other information useful for targeting may beavailable, such as the succession of URLs visited by the user prior tothe visited page. The ad server module 104 returns a guaranteed ad tofill the ad impression opportunity, and determines an amount that thesystem is willing to bid for that opportunity in the spot market (theexchange 306).

The operation of the system is orchestrated by an optimization module110. This module periodically takes into account a forecast of supply(future impressions that are projected), future guaranteed demand(projected guaranteed contracts) and non-guaranteed demand (expectedbids in the spot market) that are generated from a supply forecastingmodule 313, and two demand forecasting modules 315, 317 that arearranged to distinguish between guaranteed and non-guaranteed demandelements. However, as ad impressions are made available, the system candecide whether to use the ad impression to satisfy the guaranteedcommitments or to apply them to the spot market.

The optimization module matches supply to demand using an overallobjective function as described herein, namely matching instances of adimpressions (supply) to meet instances of demand according to theadvertisers' representative profiles of demand, preferably using a normfunction that matches supply and demand according to the distancebetween the variable values of the supply and demand instance attributesin multi-dimensional space. The optimization module sends a summary plancharacterizing the optimization results to the admission control andpricing module 302 and to a plan distribution and statistics gatheringmodule 312. The plan distribution and statistics gathering module 312sends information defining the plan to the ad servers 304. The planproduced by the optimization module can be updated periodically asestimates for supply, demand, and delivered impressions are available,e.g., every few hours.

Given the plan, the admission control and pricing module 302 works asfollows. When a sales person issues a targeting query for some durationin the future, the system first invokes the supply forecasting module313 to identify how much inventory is available for that target andduration. As mentioned earlier, targeting queries can be veryfine-grained, thus having numerous values in a multi-dimensional spacehaving numerous coordinate axes. The supply forecasting module uses ascalable multi-dimensional database indexing technique for this purpose,with bit-map indices, to enable correlations between different targetingattributes so that the values of instances of supply and demand havesome coordinate axes in common, and so that where values are unknown, astatistical probability may be available either to infer a likely valueor to dictate that the representative profile should entail distributingsupply or demand instances over a range of values for a coordinate axis.

Generating values on the coordinate axes for supply and demand instancesis only a part of the larger problem of allocating supply and demandbecause there is contention between alternative demands for the sameinstance of supply and vice versa. For example, if there are two demandcontracts: “Yahoo! Finance users who are California males” and “Yahoo!users who are aged 20-35 and interested in sports,” it may beadvantageous to take into account the correlation between the demandinstances to avoid double-counting, in this example because maleCalifornia finance users may have a high correlation with that agebracket and with an interest in sports.

In order to deal with this contention problem in a high-dimensionalspace, the supply forecasting system preferably computes the matchbetween supply instances as impression samples as opposed to a raw countof available ad impressions. The samples of impressions are used asinputs to compute whether multiple demand contracts are connected to theattributes of a given impression.

Given the impression samples, the admission control module 302 uses theplan communicated by the optimization module 312 to calculate thecontention between contracts in the high-dimensional space, and returnsan available inventory measure to the sales persons withoutdouble-counting. In addition, the Admission Control module calculates aproposed price for each contract and returns that along with thequantity of available impressions.

Given the plan, the ad server module 304 works as follows. When anopportunity is presented, for example because a user's browser isengaged in generating the display of a web page from html data andencounters a graphic that is linked to a web address associated with thead server, an IP call is made for associated media content (e.g., text,graphics, animation, etc.). The ad server module 304 calculates thecontention among contracts for this impression in a manner similar towhat is done by the admission control and pricing module whendetermining contractual terms beforehand. Given this instance of anavailable ad impression, and with contention information and knowledgeabout non-guaranteed demands, the ad server module 304 responds byselecting a contract with an instance to be filled. The ad server modulegenerates a bid that serves to evaluate the contract, and sendsinformation on the contract and the bid to the exchange element 306. Atthis point, it is possible for the exchange to associate an instance ofa non-guaranteed contract (i.e., to sell the ad impression rather thanto fill it in satisfaction of the guaranteed contract that is in hand).If the ad impression is sold, the ad server can return content providedfrom the buyer through the exchange module 306. If the terms availableover the exchange are less favorable, the ad server 304 returns thecontent associated with the guaranteed demand instance.

Matching a given set of contracts (representative profile demands havingvalues associated with various variables) and a set of impressionsamples (ad impression instances of supply, also having valuesassociated with various values), is a core task, and is servedsubstantially by the optimization module 310. The task is to decide howto allocate the projected or available ad impressions to satisfy thespecifications of the demand contracts. One of the goals is arepresentative allocation. When a contract demand might be satisfied bymultiple eligible ad impression types (each of which would contribute insome degree to meeting the demand), it is desirable to allocate somevolume of each eligible impression type to corresponding contractdemands. In short, it is desirable to allocate supply instances thathave a given set of attribute values, to favor targets who have matchedattribute values, but not to allocate all the supply to targets based onone attribute value at the expense of others. It is desirable to spreadthe allocation volume in a manner that is related to the number ofinstances of all impression types and demand instances, for exampleproportionately. Advantageously, the allocation favors but does notserve exclusively, those matches wherein certain variable attributes areclose in value (i.e., the viewer in context closely meets one of severalmeasures targeted) at the expense of other attributes.

In the unified marketplace, there are two competing sources of demand towhich a particular ad impression might be allocated. An ad impressionmight used to satisfy a guaranteed delivery (GD) obligation under acontract, or might be sold on the non-guaranteed delivery (NGD) spotmarket. In a market that is not unified, and assuming that there wassufficient demand from advertisers at the prices offered, the adimpressions of the media distributors might be contractually guaranteedonly insofar as their projected availability has a high level ofconfidence. It is an aspect of the present technique, however, not toallocate only on confidence in availability but instead to seek tomaximize the efficiency and value of the allocation to both portions ofthe demand. Accordingly, the optimization module is used to seek anefficient division of allocations between the guaranteed and spotmarkets.

When impressions are allocated to guaranteed delivery contracts, therepresentativeness of the allocation is the major goal, namely closelyto match the allocation to the number and type of ad impressions thatdefine the representative profiles of the advertisers. On the otherhand, when ad impressions are sold on the non-guaranteed delivery spotmarket, the goal is merely revenue.

The total available ad impressions are a finite supply. If an impressionis allocated to guaranteed delivery, that impression is not availablefor non-guaranteed demand, and vice versa. The marginal revenue thatmight be obtained from sale of an ad impression on the spot markettherefore is compared directly with the marginal value of using thatsame ad impression to satisfy a guaranteed delivery obligation. Asexplained herein, this gives a basis in which to make reasoned decisionsas to what proportion of available ad impressions should mostefficiently be devoted to meeting guaranteed delivery obligations andwhat proportion should be sold on the ad hoc spot market, for example atauction. Such decisions are enabled in the optimization module 310.

The marginal revenue from a spot market sale of an ad impression is alost opportunity that is comparable to a cost for a guaranteed deliveryallocation of that ad impression. One task of the optimization module310 is to decide how to balance the allocations between guaranteeddelivery contracts and the non-guaranteed delivery spot market toachieve efficiency and other business goals.

The question of whether to allocate to guaranteed or non-guaranteedallocations is regarded herein as a multi-objective optimization problemwith the number and marginal revenue of both allocation categoriescontributing to a common total but their respective contributionscompeting for the available supply. Both guaranteed delivery value(which equates to representativeness) and non-guaranteed delivery marketrevenue (which as an opportunity cost can be assessed against guaranteeddelivery value) are modeled explicitly as described herein. Modeling inthis way provides a framework to test the results of different functionsfor evaluating representativeness, enabling the model to identify acorresponding efficient allocation between guaranteed and spot marketallocations. The model effectively provides business controls that whenimposed on a mathematical optimization that produces a trajectory orrange of potential control points, establishes one point in the range tobe used as the basis of control. This result accrues using a methodologythat establishes a monetary value equivalent to the value ofrepresentativeness, for use in solving a multi-objective optimizationproblem.

FIG. 4 is a block diagram of an alternate architecture for theadvertising delivery system 300. The optimizer 310 utilizes inputs fromthe supply forecasting 313, guaranteed demand forecasting 315 andnon-guaranteed demand forecasting 317 modules. Supply forecasting 313provides forecast ad opportunities, guaranteed demand forecasting 315provides forecast contracts and non-guaranteed demand forecasting 317provides forecast non-guaranteed demand prices. The optimizer 310 usesthe inputs to run optimization, such as described with regard to thealgorithms below, and generate an ad allocation plan.

The optimizer 310 allocates the plans to both admission control 302 andthe ad server 304. The admission control 302 uses the allocation plan tocalculate inventory level to decide whether or not to accept a bookingquery. The ad server 304 uses the allocation plan to decide whether toallocate an incoming ad opportunity to serve a guaranteed contract orsell the ad opportunity to the non-guaranteed marketplace. The ad server304 serves an advertisement to an application 125A-M, such as a browser,of user 120A-N in accordance with the plan. The optimizer 310 executesallocation optimization algorithms periodically, such as when inputs areupdated with all the forecasts as well as feedback of newly bookedcontracts from the admission control 302 and advertisement deliverystatistics from the ad server 304. The advertising delivery statisticsmay include information about a projected supply of ads.

Algorithms, such as those used by the optimizer 310 of the system 300,are modeled mathematically and shown graphically using the variableslisted and defined in Table I:

TABLE I i: index of supply, i = 1, . j: index of demand j = 1, . . . JS_(i): volume of supply i d_(j): volume of demand j r_(i): NGD reserveprice of supply i B_(j): set of supplies i which are eligible for demandj S_(j): total volume of supply eligible for demand j, i.e. Σi∈_(Bj)^(S) _(i) X_(ij): allocation of inventory from supply i to demand jZ_(i): volume of supply i sold to the NGD market

A model, such as the following, may be used to manage supply and demandof ads in the GD and NGD markets.

${\min\;\gamma{\sum\limits_{j}{D_{j}( {x,\theta} )}}} - {\sum\limits_{i}{r_{i}z_{i}}}$${{s.t.\;{\sum\limits_{j|{i \in B_{j}}}x_{ij}}} + z_{i}} = {S_{i}{\forall i}}$${{\sum\limits_{i \in B_{j}}x_{ij}} = {d_{j}{\forall_{j}{x_{ij} \geq {0{\forall i}}}}}},j$z_(j) ≥ 0∀iwhere D_(j)(x, θ) is a separable, convex distance function between x andθ.

In some systems, the supplies s_(i) are assumed fixed and known. Inpractice this may not be the case and the s_(i) may be known only as aprobability distribution. Stochastic programming methods may be appliedto the online advertising inventory allocation model when the supplypools s_(i) are determined as a probability distribution.

Contract volumes may be assumed as being known and fixed, as are thereserve prices. The model may also assume that the supplies in each poolmay be replaced by random variables, say β_(i), with known means μ_(i),and cumulative distribution functions F_(i)(β_(i)).

A two stage Stochastic programming model with recourse may be used. Abasic modeling framework was originally described by Beale, E. M. L, “OnMinimizing a Convex Function Subject to Linear Inequalities,” J. Roy.Statist. Soc., Series B, 17, pp 173-184 (1955) and Dantzig, G. B.,“Linear programming under uncertainty,” Management Science, 1, pp.197-206. (1955). The first stage variables are the x_(ij) which may bechosen before the values of the random variables are revealed, while thesecond stage variables specify what is to be done after the revelation.Variable z_(i) denotes any excess inventory, which is to be sold on theexchange at reserve price r_(i). In addition, a non-negative “penalty”variable y_(i) makes up for any shortfall by either buying inventoryfrom the exchange, or a later make-up contract, as a higher price, sayf_(i)=r_(i)(1+ξ_(i)), where ξ_(i)>0. The supply constraints become:

$\begin{matrix}{{{\sum\limits_{j}x_{ij}} + z_{i} - y_{i}} = \beta_{i}} & (1)\end{matrix}$and u_(i) is defined so thatz _(i) −y _(i)=β_(i) −u _(i) ∀_(i)  (2)and the linear terms in the objective function become:

${E\lbrack {{- {\sum\limits_{i}{r_{i}z_{i}}}} + {\sum\limits_{i}{f_{i}y_{i}}}} \rbrack}.$where the r_(i), f_(i) are non-negative, and f_(i)−r_(i)=ξ_(i)r_(i)>0.This may to be interpreted as the expected benefit or penalty to berealized when u_(i) is not equal to the value of the random variableβ_(i).

Now one solution to (2) is:z _(i)=β_(i) −u _(i), y_(i)=0, if β_(i) −u _(i)>0  (3)y _(i) =u _(i)±β_(i), z_(i)=0, if β_(i) −u _(i)<0  (4)from which

${E\lbrack {{- {\sum\limits_{i}{r_{i}z_{i}}}} + {f_{i}y_{i}}} \rbrack} = {{f_{i}{\int_{- \infty}^{u_{i}}{( {u_{i} - \beta_{i}} )\ {\mathbb{d}{F_{i}( \beta_{i} )}}}}} - {r_{i}{\int_{u_{i}}^{\infty}{( {\beta_{i} - u_{i}} )\ {\mathbb{d}{F_{i}( \beta_{i} )}}}}}}$and defining g_(i)=−r_(i)+f_(i), obtain

$\begin{matrix}{{E\lbrack {{{- r_{i}}z_{i}} + {f_{i}y_{i}}} \rbrack} = {{( {g_{i} + r_{i}} ){\int_{- \infty}^{u_{i}}{( {u_{i} - \beta_{i}}\  ){\mathbb{d}{F_{i}( \beta_{i} )}}}}} -}} \\{r_{i}{\int_{u_{i}}^{\infty}{( {\beta_{i} - u_{i}} )\ {\mathbb{d}{F_{i}( \beta_{i} )}}}}} \\{= {{g_{i}{\int_{- \infty}^{u_{i}}\;{( {u_{i} - \beta_{i}}\  ){\mathbb{d}{F_{i}( \beta_{i} )}}}}} - {r_{i}{\int_{\infty}^{u_{i}}{( {\beta_{i} - u_{i}} )\ {\mathbb{d}{F_{i}( \beta_{i} )}}}}} -}} \\{r_{i}{\int_{u_{i}}^{\infty}{( {\beta_{i} - u_{i}} )\ {\mathbb{d}{F_{i}( \beta_{i} )}}}}} \\{= {{g_{i}{\int_{\infty}^{u_{i}}\;{u_{i}{\mathbb{d}{F_{i}( \beta_{i} )}}}}} - {g_{i}{\int_{- \infty}^{u_{i}}\;{\beta_{i}\ {\mathbb{d}{F_{i}( \beta_{i} )}}}}} -}} \\{r_{i}{\int_{u_{i}}^{\infty}{( {\beta_{i} - u_{i}} )\ {\mathbb{d}{F_{i}( \beta_{i} )}}}}}\end{matrix}$

Recalling that the β_(i) have mean μ_(i), the last equation may now bere-expressed as:

E[−r_(i)z_(i) + f_(i)y_(i)] = g_(i)u_(i)F_(i)(u_(i)) − r_(i)(u_(i) − u_(i)) − g_(i)∫_(−∞)^(u_(i))β_(i) 𝕕F_(i)(β_(i))and the sum of these terms may be added the objective function, to beminimized, to penalize or reward deviation of the u_(i) from the mean.An explicit form of the stochastic model is then:

$\begin{matrix}{{\min\;\gamma{\sum\limits_{j}{D_{j}( {x,\theta} )}}} + {\sum\limits_{i}\{ {{g_{i}u_{i}{F_{i}( u_{i} )}} - {r_{i}( {\mu_{i} - u_{i}} )} - {g_{i}{\int_{- \infty}^{u_{i}}{\beta_{i}\ {\mathbb{d}{F_{i}( \beta_{i} )}}}}}} \}}} & (5)\end{matrix}$subject to:

$\begin{matrix}\begin{matrix}{{{\sum\limits_{j|{i \in B_{j}}}x_{ij}} - u_{i}} = 0} & {\forall i}\end{matrix} & (6) \\\begin{matrix}{{\sum\limits_{i \in B_{j}}x_{ij}} = d_{j}} & \forall_{j}\end{matrix} & (7) \\\begin{matrix}{x_{ij} \geq 0} & {{\forall i},j}\end{matrix} & (8) \\\begin{matrix}{u_{i}\mspace{14mu}{free}} & {\forall i}\end{matrix} & (9)\end{matrix}$

The distributions F_(i)(·) remaining fully general. Several embodimentsmay be possible.

In an embodiment, the distributions F_(i)(·) may be normaldistributions. For simplicity, take a single generic stochasticobjective term H and assume β has mean μ and variance σ² and use thenotation of Feller, W., Introduction to Probability Theory and itsApplications, Vol 1 (third edition), John Wiley and Sons, New York. sothat n(β, μ, ρ²) is the probability density function (pdf), and N(β, μ,σ²) is the cumulative distribution function (cdf), so that dF(β)=n(β, μ,σ²)dβ, and:

$\begin{matrix}{H = {{{gu}{\int_{- \infty}^{u}{{n( {\beta,\mu,\sigma^{2}} )}{\mathbb{d}\beta}}}} - {g{\int_{- \infty}^{u}{{\beta \cdot {n( {\beta,\mu,\sigma^{2}} )}}{\mathbb{d}\beta}}}} - {r( {\mu - u} )}}} & (11) \\{\mspace{20mu}{= {{{gn}\;{N( {u,\mu,\sigma^{2}} )}} - {g{\int_{- \infty}^{u}{{\beta \cdot {n( {\beta,\mu,\sigma^{2}} )}}\ {\mathbb{d}\beta}}}} - {r( {\mu - u} )}}}} & (12)\end{matrix}$Letting

Ω = ∫_(−∞)^(u)β ⋅ n(β, μ, σ²) 𝕕β and${t = \frac{\beta - \mu}{\sigma}},{u^{\prime} = \frac{u - \mu}{\sigma}},{{d\;\beta} = {\sigma\;{\mathbb{d}t}}},{{{and}\mspace{14mu}{noting}\mspace{14mu}{that}\mspace{14mu}{n( {\beta,\mu,\sigma^{2}} )}} = {\frac{1}{\sigma}{n( {\frac{\beta - \mu}{\sigma},0,1} )}}},$obtain:

$\begin{matrix}{\Omega = {{\sigma{\int_{- \infty}^{u^{\prime}}{{t \cdot {n( {t,0,1} )}}\ {\mathbb{d}t}}}} + {\mu{\int_{- \infty}^{u}{{n( {\beta,\mu,\sigma^{2}} )}\ {\mathbb{d}\beta}}}}}} & (13) \\{\mspace{20mu}{= {{{- \sigma}\;{n( {u^{\prime},0,1} )}} + {\mu\;{N( {u,\mu,\sigma^{\prime}} )}}}}} & (14)\end{matrix}$using the identity:

−n(x) = ∫⁻²⁸^(x)β n(β, 0, 1) 𝕕βSince n(u′, 0, 1)=σn(u, μ, ρ²):

$\begin{matrix}{H = {{{gu}\;{N( {u,\mu,\sigma^{2}} )}} - {g\;\Omega} - {r( {\mu - u} )}}} & (15) \\{\mspace{20mu}{= {{{g( {u,\mu} )}{N( {u,\mu,\sigma^{2}} )}} + {g\;\sigma\;{n( {\frac{u - \mu}{\sigma},0,1} )}} - {r( {\mu - u} )}}}} & (16) \\{\mspace{20mu}{= {{{g( {u - \mu} )}{N( {u,\mu,\sigma^{2}} )}} + {g\;\sigma^{2}{n( {u,\mu,\sigma^{2}} )}} - {r( {\mu - u} )}}}} & (17)\end{matrix}$Then:

$\begin{matrix}{{\frac{\partial H}{\partial u} = {{g\;{N( {u,\mu,\sigma^{2}} )}} + r}}{and}} & (18) \\{\frac{\partial^{2}H}{\partial u^{2}} = {{gn}( {u,\mu,\sigma^{2}} )}} & (19)\end{matrix}$

An expression for H may be plugged into the stochastic objective, andthe expressions used for the first and second derivatives in theoptimization algorithm.

Although a general standard deviation σ may be used, in practice all thevariances may be some multiple of the mean, i.e. σ²=α μ for some a to beempirically determined.

Re-introducing the index i, a change of variable may be introducedu _(i)=μ_(i) −v _(i)so that:

$\begin{matrix}{H_{i} = {{g_{i}v_{i}{N( {{\mu_{i} - v_{i}},\mu_{i},\sigma^{2}} )}} + {g\;\sigma_{i}^{2}{n( {{\mu_{i} - v_{i}},\mu_{i},\sigma_{i}^{2}} )}} - {r_{i}v_{i}}}} & (20) \\{\frac{\partial H_{i}}{\partial v_{i}} = {{g\;{N( {{\mu_{i} -},v_{i},\mu_{i},\sigma_{i}^{2}} )}} + r_{i}}} & (21) \\{\frac{\partial^{2}H_{i}}{\partial u_{i}^{2}} = {{{gn}( {{\mu_{i} - v_{i}},\mu_{i},\sigma_{i}^{2}} )}.}} & (22)\end{matrix}$The supply constraints become:

$\begin{matrix}\begin{matrix}{{\sum\limits_{j|{i \in B_{j}}}x_{ij}} + v_{i} + \mu_{i}} & {\forall i}\end{matrix} & (23)\end{matrix}$which puts the expected supply μ_(i) in the right hand side (RHS). Thisis almost in the same form as the deterministic model, except replacethe s_(i) by the expected value and add the new free variables v_(i).The objective is now:

${\min\;\gamma{\sum\limits_{j}{D_{j}( {x,\theta} )}}} + {\sum\limits_{i}{H_{i}( v_{i} )}}$Note that

$\frac{\partial^{2}H_{i}}{\partial v_{i}^{2}}$is positive, therefore the H_(i) terms may be strictly convex.

In another embodiment the distributions Fi(·) may be log-normal. Thelogarithms of the random variables βi may be normally distributed. Thismay have an advantage that the random variable cannot be negative. Itmay also agree well with observation. Other distributions may be used inother embodiments.

The techniques as described are not limited to an Internet basedadvertising distribution system and can be applied to other instanceswhere there is a need to allocate supply and demand while deliveringvalue in exchange for revenue wherein the demand increments fall intocategories having at least one of quantities and revenues that differbetween the categories. Inasmuch there are totals of quantity andrevenue, it is known that an allocation to one category reduces theallocation to the other category. A relationship can be projected asdescribed that demonstrates the quantities and revenues that result fromallocating the total supply more or less to one or the other of the atleast two distinct categories, from zero to 100% or at least from zeroto a maximum proportion of the total supply. What remains is todetermine the operating point.

One or more goals are imposed on the relationship in addition toaccounting for distribution of all the supply to one or the other of theallocation categories. The goal helps to determine a point in therelationship curve that corresponds to a particular proportionateallocation. The supply increments are then allocated to the demandincrements at this particular proportion in at least one of a plannedallocation and an actual allocation including delivering the supplyincrements. This allocation can be used when planning the proportion ofprojected ad impressions will be devoted to guaranteed deliverycontracts, or can be used when deciding how to use the successive adimpressions that prove to be available, for example when web page hitsoccur enabling the transmission of ad copy for insertion into the webpage as rendered.

The allocation technique can incorporate functions that calculate thevalue of representativeness so as to rate the extent to which emergingads meet advertiser representativeness specifications, i.e., functionsthat allow a comparison of ad impression characteristics and advertiserspecifications as a measure of quality. Alternatively, the allocationcan be based on an inferred monetary value based on the opportunity costof employing an ad impression to meet a guaranteed demand. Theopportunity cost is at least equal to the amount that the ad impressionwould bring in on the spot market. It is advantageous, however, toweight the importance of representativeness versus revenue, preferablyto assume that a high degree of representativeness (high ad quality fromthe advertisers' viewpoint) is an important aspect for the addistribution service to deliver. Weighting can be accomplished by afactor that favor representativeness or by choosing a proportion ofrevenue that should be attributable to representativeness, and thuscontributes to long term customer goodwill.

Encompassed are methods, systems for practicing the methods,programmable data processing apparatus and/or program data carriers thatstore code enabling a general purpose computer to practice the subjectmatter when coupled in data communication with sources of advertiserinformation, sources of media distributor information, and advertisingcopy that can be inserted when opportunities are reported by the mediadistributors.

FIG. 5 illustrates a practical embodiment as a block level diagramwherein the ad distribution system is configured as a computer system550 that is coupled for data communications, for example to providemedia in the form of html web pages and graphics files over acommunication path traversing the Internet 555 to various remote users557, who may be appropriate targets for advertising content provided byadvertisers 200. The computer system 550 can be associated with aservice such as a directory service or search engine, or a retail orwholesale outlet or any of various operations whose activities includetransmission of media to users 557.

The system 550 as shown can include one or more processors 572,implemented using a general or special purpose processing engine such asa microprocessor, controller or other control logic configuration. Inthe example shown, processor 572 is coupled via a bus 580 to program anddata memory 574, an interface 576 for input/output with a localoperator, including, for example, a keyboard, mouse, display, etc., anda communications interface 578. The communications interface isgenerally shown coupled for communications with advertisers 200 or overthe Internet with remote users 557; however it is likewise possible thatother specific techniques could be employed to deliver data from theadvertiser to system 550, such as hand transferred data carriers,telephone discussions or even paper exchanges. The manner oftransmitting media to the users 557 likewise is not limited to web pagedata transmission and could comprise, for example cable or other videoprogram distribution among other possible embodiments.

The memory 574 of the computing system advantageously includes randomaccess volatile memory and ROM, disc or flash nonvolatile memory forinitialization. The program instructions are stored in and executed fromthe program memory to carry out the functions discussed above. Thememory can include persistent data storage for accumulated datarespecting advertiser and user information, for example on hard drives.Advantageously, the memory 574 of system 550 can contain locally storedversions of advertising copy that is to be inserted, especially forservicing guaranteed demand. The memory 574 also can receive, preferablystore and insert at least some advertising copy from advertisers 22 whoundertake to use ad impressions obtained on the ad hoc spot market.

Alternatively or in addition, at least part of the advertising copy tobe inserted can be stored remotely and accessed by providing to thebrowser at the user system the appropriate URLs identifying advertisingcontent to be inserted. For example, system 550 can store and submit tothe user browser a network address for graphics or other content to beinserted, which address refers to a system at or associated with theadvertiser 22, which system is coupled for web communications and isconfigured to respond to an IP request for addressed graphic or mediacontent. That content can be obtained by bidirectional IP communicationsbetween the browser and the system where the content is stored

The persistent storage devices of memory 574 may include, for example, amedia drive and a storage interface for video or other substantialstorage capacity needs. The media drive can include a drive or othermechanism to support a storage media. For example, a hard disk drive, afloppy disk drive, a magnetic tape drive, an optical disk drive, a CD orDVD drive (R or RW), or other removable or fixed media drive may beemployed. The storage media can include, for example, a hard disk, afloppy disk, magnetic tape, optical disk, a CD or DVD, or other fixed orremovable medium that is read by and written to by the media drive.

In this document, the terms “computer program medium” and “computeruseable medium” and the like are used generally to refer to media suchas, for example, memory 574, various storage devices, a hard disk andhard disk drive and the like. These and other various forms of computeruseable media may be involved in carrying one or more sequences of oneor more instructions to processor 572 for execution. Such instructions,generally referred to as “computer program code” (which may be groupedin the form of computer programs or other groupings), when executed,enable the computing system 550 to perform features or functions of theembodiments discussed herein.

Alternatively or in addition, dedicated hardware implementations, suchas application specific integrated circuits, programmable logic arraysand other hardware devices, may be constructed to implement one or moreof the methods described herein. Applications that may include theapparatus and systems of various embodiments may broadly include avariety of electronic and computer systems. One or more embodimentsdescribed herein may implement functions using two or more specificinterconnected hardware modules or devices with related control and datasignals that may be communicated between and through the modules, or asportions of an application-specific integrated circuit. Accordingly, thepresent system may encompass software, firmware, and hardwareimplementations.

The methods described herein may be implemented by software programsexecutable by a computer system. Further, implementations may includedistributed processing, component/object distributed processing, andparallel processing. Alternatively or in addition, virtual computersystem processing maybe constructed to implement one or more of themethods or functionality as described herein.

The network could be the worldwide web and the advertising copy couldcomprise banner ads, graphics in fields of specific size and placement,overlaid moving pictures or animation, redirection to a different URL,etc. The same targeting abilities are also applicable to networks thatare interactive to a lesser degree, such as cable television adinsertion, which might be done at a head end or at a hub, or even from asubscriber-specific set top box.

Although components and functions are described that may be implementedin particular embodiments with reference to particular standards andprotocols, the components and functions are not limited to suchstandards and protocols. For example, standards for Internet and otherpacket switched network transmission (e.g., TCP/IP, UDP/IP, HTML, HTTP)represent examples of the state of the art. Such standards areperiodically superseded by faster or more efficient equivalents havingessentially the same functions. Accordingly, replacement standards andprotocols having the same or similar functions as those disclosed hereinare considered equivalents thereof.

The illustrations described herein are intended to provide a generalunderstanding of the structure of various embodiments. The illustrationsare not intended to serve as a complete description of all of theelements and features of apparatus, processors, and systems that utilizethe structures or methods described herein. Many other embodiments maybe apparent to those of skill in the art upon reviewing the disclosure.Other embodiments may be utilized and derived from the disclosure, suchthat structural and logical substitutions and changes may be madewithout departing from the scope of the disclosure. Additionally, theillustrations are merely representational and may not be drawn to scale.Certain proportions within the illustrations may be exaggerated, whileother proportions may be minimized. Accordingly, the disclosure and thefigures are to be regarded as illustrative rather than restrictive.

The value of an opportunity to present an ad (i.e., to exploit an “adimpression”) may be different for different advertisers and differentweb page or entertainment genres, because the content of the mediadelivered by a particular media outlet draws users of a certain typethat may correlate more or less strongly with a population of potentialcustomers that an advertiser seeks to reach. Variation in the value ofads, plus the ability to discriminate among ad recipients as a functionof the variable content of the web pages they access, plus the abilityto shift selectively to route appropriate ad content to a selected userwhen a web page is rendered, make on-line network communications a veryuseful and efficient environment for advertising, and especially fortargeted advertising.

While one may not conclude definitely that any given subject willrespond favorably if exposed to information or advertising, for exampleby purchasing an advertised product or service, one can establish a setof variables to characterize members of a population, to determinevalues for those variables that are most characteristic of actualpurchasers (and by implication to assess the quality of ad targets). Thestatistical methods above may enable correlation of a set of variablevalues with selected subsets of the population consistent withpurchasers. Statistical methods also enable correlation among thevariables themselves. The result is a set of criteria such as age,gender, location, income range, education, family status, etc., andvarious rules of thumb that attempt to use combinations of certainvalues of these criteria to make conclusions about the characteristicsand buying preferences of customers.

Variably defined subsets of the population are thereby rated for thelikelihood that members of each subset will become a purchaser ifexposed to advertising. The subsets of the population can bedistinguished by the extent to which members are correlated to an idealtarget for an advertising piece.

There are mathematical ways to correlate variable values that may beknown about the population of subjects with other variable values thatmay not be known. There are also ways to infer information such asdescriptive and demographic details about subjects, based on thesubject's current activities, including the websites that a subject maybe visiting, the entertainment programs being viewed, the periodicalpublications that the person reads, etc. If an advertiser is promoting aproduct that is associated with the content of a website or apublication, then advertising on the website or in the publication maybe more valuable to the advertiser than advertising elsewhere orrandomly, because the subjects who will be exposed to the advertisingare relatively more highly correlated with likely purchasers than othersubjects and are more likely to actually see the advertising.

An advertiser typically does not have close access to an isolatedpopulation of subjects who are all very highly correlated with an ideallikely purchaser. Even if the advertiser had access to such apopulation, the advertiser may not devote 100% of its advertising effortto that population. The advertiser also may want to devote advertisingefforts to other populations that are perhaps not so highly correlated,but where advertising still has a positive effect. For example, anadvertiser typically seeks to spread advertising expenditures over awide range of subjects and over a wide geographic area, while perhapsbiasing its efforts toward subjects who are or might be correlated witha hypothetical ideal purchaser.

The advertiser may determine a profile of representative advertisingover which advertising expenditures shall be devoted. This profile maybe discussed with possible advertising outlets such as advertisingbrokers, advertising services (including on-line services such as thatoffered by Yahoo!), media outlets such as web page operators and cablemedia distributors, print publishers and others similarly situated.Negotiations may ensue on the basis that the party controlling the adimpressions demands payment and competing advertisers who want to usethe ad impressions are willing to pay for the ad impressions in amountsthat related to the extent to which the ad impressions match theadvertisers' representative profiles of what the advertisers demand.Matching the use of impressions to adhere to the representative aspectssought by the advertiser may be an objective. Maintaining“representativeness” may achieve long term value.

The market for advertising on Internet web pages is particularly welldeveloped because information is available to characterize the webpageusers (the potentially targeted subjects). Infrastructure is in placefor changeably inserting ad graphics and moving pictures, such asInternet browsers. Data from click streams and sometimes from locallystored cookies can carry context and history information forward in timeas the user surfs through different pages. Internet service providersmake at least generalized information on subscribers availableroutinely, such as the subscriber's zip code. These information sourcesenable information to be collected to gauge the characteristics of usersand enable an advertiser to define a representative advertisingallocation for which the advertiser will contract.

Internet webpage operators are also in a good situation for collectingdata about information distribution events, such as reporting on theavailability and use of ad impressions. Executed ad impressions can becounted and reported with associated context information, time of day,location of recipient and so forth. This information enables theoperators to forecast the number of impressions and the characteristicsof users that are likely to be available to receive impressions ready tobe allocated to those users at a future date and time. The informationallows up to the moment monitoring of use of the ad impressions forreporting compliance with contractual obligations to distribute a givennumber of ads of a given type in a given time window.

Advertisers contract with advertising distributors and advertisingservices to make use of ad impressions that are available to thedistributor or service. The advertising distributor might be a websiteoperator or an advertising warehouse that in turn contracts with websiteoperators. Available impressions may be determined in number and withrespect to attributes that determine the value of the impressions to theadvertiser. The attributes include characteristics that enable theadvertiser to judge how representative the recipients of the impressionswill be, compared to likely purchasers and to the advertiser's desiredprofile of ad distribution. The advertising distributor may agree todistinguish among potential users to whom impressions will be delivered,for example by the attributes of the users or the web content that theusers view. This aspect may be written into the contract. Theadvertising distributor may commit to delivering a given number ofimpressions to users of defined characteristics or in a defined contextover a given time window at some point in the future.

The advertiser may contract with the advertising distributor to delivera stated number of ad impressions to a stated number of website viewershaving stated demographic or other properties that correspond with therepresentativeness aspects dictated by an advertiser. There may bealternative ways in which the website operator could meet itsobligations. As one example, if the agreement is to deliver impressionsto users in a certain age group, the website operator might devote alarge ratio of available impression opportunities at a time of day whenthe on-line user population of the age group is low, or a smaller ratioof available impression opportunities at a time of day when thepercentage of users in that age group is higher, and in either case getthe number of impressions needed to meet the contractual obligation.

The website operator or other advertising distributor has degrees offreedom in which to operate but may need information to define thevariations in users by factors that matter, such as the correlation ofuser age to time of day of on-line access, in the example of a timediscrimination aspect. There are various such correlations possiblebetween category ratings that are known or might be inferred.

In order to assess its ability to meet contractual obligations, theadvertising distributor projects an estimate of the number of users ofgiven characteristics at some future date and time when offering to sellad impressions to an advertising campaign manager negotiating for theadvertiser. If the seller of ad impressions (the advertisingdistributor) guarantees that a certain number of ad impressions will beexecuted to users of given attributes, the seller may be bound tocomply, subject to possible contractual penalties.

A seller may decide to guarantee a number of available impressions thatare relatively sure to be available at the future data and time. Then ifan excess number of impressions actually become available for executionat that time, the seller may seek to exploit them in sales under shortterm contracts, in an ad hoc spot market or by auction that could occurat any time up to the moment that an ad impression is used. Theimpressions that were committed by contract according to prudentprojections made ahead of time can be deemed “guaranteed” impressions.The remaining impressions are “excess” or “non-guaranteed” impressionsand may be sold on last minute terms or on “best efforts” commitments bythe ad distributor.

In existing markets for on-line advertising, the manner of sale and theuse of guaranteed and non-guaranteed ad impressions may be distinctlydifferent for the two types. Based on their confidence in projections ofad availability, the seller of ad impressions may prefer to sellguaranteed impressions and to develop long term relationships withadvertisers characterized by dependability in meeting obligations.However, undue caution when making projections may leave saleable adsunsold, or may affect the prices that quality ad impressions maycommand. Furthermore, the ability to correlate user characteristics withad impressions accurately may be best immediately before the ads areused. Therefore, some of the highest quality ads (namely those that arehighly correlated with some desired target category) arise only after itis too late to handle them in guaranteed contracts. For theseimpressions, a second marketplace is advantageous, apart from themarketplace in the sale of projected future impressions under contractsthat contain obligations as to the number of impressions that will beprovided. This second marketplace is not based substantially on promisesof future performance and instead is based on exploiting currentlyavailable opportunities.

If the advertising distributor was cautious when negotiating contractsto sell guaranteed impressions, the advertising distributor may havereserved a substantial portion of the impressions that were projected tobecome available, to avoid contractual penalties if the projectionsprove too optimistic. These may be sold or else wasted.

If impressions become available that are matched to an advertiser'srepresentative profile, the impressions have a high value in advertisingeffectiveness to that advertiser. These non-guaranteed impressions mightbe sold at a high price. Assuming that some proportion of projectedimpressions are to be reserved to ensure the ability to meetobligations, a problem is presented in how optimally to allocate theimpressions between the guaranteed and not guaranteed categories whenplanning and negotiating contracts for use of projected future adimpressions. Assuming that the decisions have been made, the situationmay change when projections are proved or disproved in reality. Theabove system and method, including optimizer 310, may optimally allocateemergent supply of ad impressions either to obligated/guaranteedimpressions or to non-guaranteed impressions, in a manner that is agileand quick.

The system and method may consider multiple objectives. The advertisingdistributor meets his contractual obligations, and delivers qualityimpressions to the advertiser in exchange for value received. Theadvertising distributor's long term performance under these objectives,including meeting contractual obligations for delivery of guaranteedimpressions, is important to maintaining mutually beneficial relationsbetween the advertising distributor and its customers, namely theadvertisers.

The advertising distributor may maximize revenues obtained in exchangefor use of the ad impressions that are available. Revenues can bemaximized when accurate projections can be made, including forecastingthe supply of impressions that will be available, assessing the demandfor guaranteed impressions and forecasting the future demand in theevent of short notice ad hoc sales of excess impressions, by auction orotherwise.

The foregoing situation can be considered a confluence of overlappingmarketplaces. For each marketplace, the impressions (informationexposures) that are available according to projections, or theimpressions that actually prove to be available when the time arrives,each represent a finite supply of information distributionopportunities. These information distribution opportunities need to beallocated to the demand for use of ad impression opportunitiesassociated with highly representative advertiser-targeted groups. Theallocation may maximize representativeness of ad impressions compared tothe advertiser's targeting, which comes from ensuring that guaranteedimpressions are faithfully delivered. The allocation may maximize therevenue to the advertising distributor, who may be a media operator, byensuring that no impressions go unsold, or are sold at prices that areless than the ad impressions should reasonably command.

A given number of impressions may be projected to be available. If theadvertising distributor decides to use some number of the projectedimpressions under guaranteed contracts, then the number available for adhoc auction is reduced, and vice versa. The above system and method mayprovide an optimal and efficient technique to control the relativeallocations of guaranteed ad impressions under contracts versusnon-guaranteed ad impressions to be sold on the spot market.

The above disclosed subject matter is to be considered illustrative, andnot restrictive, and the appended claims are intended to cover all suchmodifications, enhancements, and other embodiments, which fall withinthe true spirit and scope of the description. Thus, to the maximumextent allowed by law, the scope is to be determined by the broadestpermissible interpretation of the following claims and theirequivalents, and shall not be restricted or limited by the foregoingdetailed description.

1. An advertisement impression distribution system, comprising: a dataprocessing system comprising one or more processors and data memory, thedata processing system operable to generate an allocation plan forserving advertisement impressions, the allocation plan to allocate afirst portion of advertisement impressions to satisfy guaranteeddelivery demand and a second portion of advertisement impressions tosatisfy non-guaranteed delivery demand; where the data processing systemincludes an optimizer, the optimizer to establish a relationship betweenthe first portion of advertisement impressions and the second portion ofadvertisement impressions, the relationship defining a range of possibleproportions of allocation of the first portion of advertisementimpressions and the second portion of advertisement impressions; wherethe optimizer generates a solution in accordance with an uncertainsupply of advertisement impressions, in which a the uncertain supply ofadvertisement impressions is projected using a model of the uncertainsupply of advertisement impressions, where the model includes astochastic programming model with recourse; and where the dataprocessing system outputs the allocation plan including the solution tocontrol serving of the advertisement impressions in determinedproportions.
 2. The advertisement impression distribution system ofclaim 1 further comprising an actual supply of advertisementimpressions.
 3. The advertisement impression distribution system ofclaim 2, where advertisement impressions are purchased by way of anon-guaranteed demand market if the actual supply of advertisementimpressions is less than the projected supply of advertisementimpressions.
 4. The advertisement impression distribution system ofclaim 2, where advertisement impressions are sold by way of anon-guaranteed demand market if the actual supply of advertisementimpressions is more than the projected supply of advertisementimpressions.
 5. The advertisement impression distribution system ofclaim 1, where the solution is expressed as a normal distributionfunction.
 6. The advertisement impression distribution system of claim1, where generating the solution includes changing a variable.
 7. Theadvertisement impression distribution system of claim 1, where thesolution is expressed as a log-normal distribution function.
 8. A methodfor distribution of advertisement impressions in a network, comprising:generating, with a computer system, an allocation plan for servingadvertisement impressions, the allocation plan to allocate a firstportion advertisement impressions to satisfy guaranteed delivery demandand a second portion of advertisement impressions to satisfynon-guaranteed delivery demand; establishing, with the computer system,a relationship between the first portion of advertisement impressionsand the second portion of advertisement impressions, the relationshipdefining a range of possible proportions of allocation of the firstportion of advertisement impressions and the second portion ofadvertisement impressions; generating, with the computer system, asolution in accordance with an uncertain supply of advertisementimpressions, in which the uncertain supply of advertisement impressionsis projected using a model of the uncertain supply of advertisementimpressions where the model includes a stochastic programming model withrecourse; and outputting, with the computer system, the allocation planincluding the solution to control serving of the advertisementimpressions in the determined proportions.
 9. The method of claim 8further comprising determining an actual supply of advertisementimpressions.
 10. The method of claim 9, where advertisement impressionsare purchased by way of a non-guaranteed demand market if the actualsupply of advertisement impressions is less than the projected supply ofadvertisement impressions.
 11. The method of claim 9, whereadvertisement impressions are sold by way of a non-guaranteed demandmarket if the actual supply of advertisement impressions is more thanthe projected supply of advertisement impressions.
 12. The method ofclaim 8, where the solution is expressed as a normal distributionfunction.
 13. The method of claim 8, where generating the solutionincludes changing a variable.
 14. The method of claim 8, where thesolution is expressed as a log-normal distribution function.